Towards redefining values in business: with special reference to Sach Ka Saamna (Indian version of Moment of Truth)

The Indian viewer is waking up to the new concept of reality television viewing which has already made waves in the international arena. Yet another development has been the genre of voyeurism which is taking the forefront. This research explores the impact of reality viewing on socio-cultural milieu of India. 'Sach ka saamna' is one such show which has drawn considerable publicity in terms of its debatable alignment with the Indian culture. The show promotes candid public confessions in return of monetary gains as prize money. The research presents a multi-perspective framework highlighting implications on cultural erosion. Primary data (N = 106) from prime time television viewers with minimum exposure of three episodes has been collected with the help of a questionnaire through multi-stage sampling, keeping in perspective the variables related to the study. The research has been extensively done with the use of statistical package SPSS 17.0 through correlation techniques. Some of the findings of the research depict that such shows are a failure in India as they lead to cultural erosion (r = 0.386; p < 0.01). However, people may find it interesting if the show is constructively positioned through innovative strategies. Reasons for failure of the show and strategies for rejuvenation have been proposed.